The difficult task of innovation is a key facet of Research & Development (R&D) institutions. Innovation is also closely related with processes oriented to achieve solutions in design. By addressing this topic, we propose to research new emerging design methods and provide an overview of design thinking tools that can be applied in an early stage of the R&D research process in order to produce meaningful results. This research presents a set of experimental guidelines and an analysis method for the application of these tools.

1. authors
Joana Cerejo and
Prof. Álvaro Barbosa
28 September, 2012

2. Context
& Goals
Methodology
Theoretical Framework
Design Thinking
agenda
steps
Proposed Method
Case Studies
&
Conclusions
Future Work

3. Context
Design has changed its paradigm.
Currently it is a tool for development,
innovation and productivity.
Now it goes much further than
simply conception of an artifact.

4. The new design paradigms associated with the R&D
management processes are an opportunity to maximize
the transfer of knowledge and technology to various
industries, in particular the creative industries.

5. Purposes of the study
The tools and methods that R&D projects can use to
innovate successfully existing research exercises or
designing new ones is the main focus of this study.

6. Our goal is to create an analysis toolkit that enables
both non-specialist and specialist users in order to perform
high-quality design production.
The challenge of this study is to develop a methodological
tool that increases productivity within the R&D framework
and innovation processes.

7. With this research, we aspected
achieve new emerging design
methods and provide an overview
of design thinking tools that can
be applied in an early stage of
the R&D research process in
order to produce meaningful
results, that fosters economic
growth as well as creative goals.

8. The design process is what
puts design thinking into
action. It is a structured
approach to generating
and evolving ideas.
Methodology
The design thinking process
is a highly interactive and
incremental process, driven
by people with different
backgrounds and experiences.

9. Case Studies
The Case studies was applied in the framework of these two
Portuguese R&D organizations:
Because it is a small sample, the present
results should not be considered as definitive,
but as a reference for future research.

10. Fourth Design Orders;
Wicked Problems from
Richard Buchanan
[1992, 1998, 2001]
Theoretical
Framework
Abductive
Reasoning from
Exploration and
Exploitation from
Roger Martin
[2009]
Charles Pierce
[1865]
Flowchart

11. Design Thinking
Design
Thinking
Fourth Order of Design
Third Order of Design
Second Order of Design
First Order of Design

12. One of the main focuses of
design thinking is the expression
towards the user and end-user.
Therefore, design thinking has a strong
focus on human and user needs, in
order to involve the user into the process as and
placing them in the center of solving innovation
problems. (Lockwood, 2009).

13. Holistic
Design thinking has also a strong foundation in a holistic
perspective since it advocates a comprehensive analysis and
a general understanding of the phenomena. Anderson (2007).
Co-creative
It acts as a bridge between the
project and all the stokeholds
involved in a project, focusing
in optimizing the processes.
(Stickdorn & Schneider 2012;
Ambrose & Harris 2010).

14. Multidisciplinary
Design thinking has
a strong element in
multidisciplinary teams.
It uses a vast range of
methods and tools from
various disciplines in order
to explore and understand
the behaviour and mindset
of all people involved.
(Stickdorn & Schneider 2012).

15. Problem Solving
The challenges faced in R&D are mainly "wicked problems".
The processes and tools used by design thinking are flexible
and allow an efficient balance between this type of context.
(Buchanan1992; Martin 2009; Kolko 2011).
Abductive Thinking
Through abductive reasoning, designer are able to
take incomplete data, manipulate it in various ways
and invent things that are relevant, innovative or
appropriate; for this reason this becomes one of
the focal aspects of design thinking.
(Martin 2009; Kolko 2011; Golsby-Smith, 1996).

16. Proposed Method
The design process is what puts design thinking into action.
It is a structured approach to generating and evolving ideas.
The design thinking process is a highly interactive and
incremental process, driven by people with different
backgrounds and experiences.
Authors such as Stemple & badke_Schaub (2002) and
Brown (2009) defend that the design process has 4 stages:
Exploration
Creation
Reflection
Implementation

17. Flowchart
The presented methodology aims to
identify the main criteria and tools
that could be implemented into the
actions of R&D organizations.
To this end, we structured a flowchart
that allows navigating through an
itinerary that permits identifying
the driving objectives and purpose
of each project.

18. Design Thinking Diagnostic tool
Yes
Tasks
Schedule!
Product or
Service are
defined?
No
Shall we have a Brief ?
Start by choosing the nature of your Project.
No
Tool
Context
Panorama
Exploration
Yes
Or/And
Or/And
Tool
Tool
Or/And
Or/And
Tool
Tool
Brainstorming
Moodboard
Exploitation
Group
Sketching
Yes
Tool
Affinity
Diagram
New
Context?
Tool
Mind Map
SDO
No
Or/And
Tool
Tool
Motivation
Matrix
Yes
Shall we have
the enduser’s
point of view?
Yes
Do you
know the
enduser’s
profiles?
Or/And
Task Analysis
Grid
Tool
Yes
No
Tool
No
Consider Case
Studys?
Case
Studies
Yes
Shall we
consider use
Case Studies
or Scenario
Building?
Tool
Use Cases
Stakeholder
Maps
No
Stakeholder
are already
defined?
Evidencing
Scenario
Building
Or/And
Or/And
Blueprint
Brand Matrix
Tool
Tool
Personas
Tool
Tool
System Map
No
Tool
Cultural
Probes
Market
Research!
Tool
Interaction
Table
Or/And
Or/And
Tool
Tool
Desktop
Walktrough
Tool
Character
Profiles
Tool
Tool
Customer
Journey Map
Actores Map
Role Play
Tool
Issue Cards
Tool
Mock Up
No
Are you
satisfied with
the progress?
Yes
Implementation
Tool
Poster
Tool
Experience
Prototyping
Tool
Role Script
Tool
Templates
Tool
Storytelling
Tool
Scenario
Building
Tool
Touchpoints
Matrix
Tool
Storyboard

19. Design Thinking Diagnostic tool
Yes
Tasks
Schedule!
Product or
Service are
defined?
No
Shall we have a Brief ?
Start by choosing the nature of your Project.
No
Tool
Context
Panorama
Exploration
Yes
Or/And
Or/And
Tool
Tool
Or/And
Or/And
Tool
Tool
Brainstorming
Moodboard
Exploitation
Group
Sketching
Yes
Tool
Affinity
Diagram
New
Context?
Tool
Mind Map
SDO
No
Or/And
Tool
Tool
Motivation
Matrix
Yes
Shall we have
the enduser’s
point of view?
Yes
Do you
know the
enduser’s
profiles?
Or/And
Task Analysis
Grid
Tool
Yes
No
Tool
No
Consider Case
Studys?
Case
Studies
Yes
Shall we
consider use
Case Studies
or Scenario
Building?
Tool
Use Cases
Stakeholder
Maps
No
Stakeholder
are already
defined?
Evidencing
Scenario
Building
Or/And
Or/And
Blueprint
Brand Matrix
Tool
Tool
Personas
Tool
Tool
System Map
No
Tool
Cultural
Probes
Market
Research!
Tool
Interaction
Table
Or/And
Or/And
Tool
Tool
Desktop
Walktrough
Tool
Character
Profiles
Tool
Tool
Customer
Journey Map
Actores Map
Role Play
Tool
Issue Cards
Tool
Mock Up
No
Are you
satisfied with
the progress?
Yes
Implementation
Tool
Poster
Tool
Experience
Prototyping
Tool
Role Script
Tool
Templates
Tool
Storytelling
Tool
Scenario
Building
Tool
Touchpoints
Matrix
Tool
Storyboard

20. Design Thinking Diagnostic tool
Yes
Tasks
Schedule!
Product or
Service are
defined?
No
Shall we have a Brief ?
Start by choosing the nature of your Project.
No
Tool
Context
Panorama
Exploration
Yes
Or/And
Or/And
Tool
Tool
Or/And
Or/And
Tool
Tool
Brainstorming
Moodboard
Exploitation
Group
Sketching
Yes
Tool
Affinity
Diagram
New
Context?
Tool
Mind Map
SDO
No
Or/And
Tool
Tool
Motivation
Matrix
Yes
Shall we have
the enduser’s
point of view?
Yes
Do you
know the
enduser’s
profiles?
Or/And
Task Analysis
Grid
Tool
Yes
No
Tool
No
Consider Case
Studys?
Case
Studies
Yes
Shall we
consider use
Case Studies
or Scenario
Building?
Tool
Use Cases
Stakeholder
Maps
No
Stakeholder
are already
defined?
Evidencing
Scenario
Building
Or/And
Or/And
Blueprint
Brand Matrix
Tool
Tool
Personas
Tool
Tool
System Map
No
Tool
Cultural
Probes
Market
Research!
Tool
Interaction
Table
Or/And
Or/And
Tool
Tool
Desktop
Walktrough
Tool
Character
Profiles
Tool
Tool
Customer
Journey Map
Actores Map
Role Play
Tool
Issue Cards
Tool
Mock Up
No
Are you
satisfied with
the progress?
Yes
Implementation
Tool
Poster
Tool
Experience
Prototyping
Tool
Role Script
Tool
Templates
Tool
Storytelling
Tool
Scenario
Building
Tool
Touchpoints
Matrix
Tool
Storyboard

21. Case studies
ARTTS
Tool
Brand Matrix
Tool
System Map
Tool
Tool
Personas
Character
Profiles
Streambolico
Tool
Brand Matrix
Tool
System Map
Tool
Personas
Tool
Actores Map
Tool
Experience
Prototyping
Tool
Character
Profiles
Tool
Storytelling
This research work is based on tests performed
in two different typologies of projects, in order to
determine if design tools can influence innovation
success in R&D.

22. Pre Field
Work
Field Work
Post Field
Work
If an transversal approach of design thinking
tools on R&D research processes were a
successful approach. In the end, the relationship
between these two realities can contribute to
innovation success.

23. Stage
1.2
Define a list of participants
1.3
Define a meeting date
Conduct meeting one – diagnostic of applicable tools for each project
2.2
Preparation of customized flowchart using the tools identified in 2.1
2.3
Conducting meeting two - application of the flowchart prepared in 2.2 at the Exploration
and Creation stage
2.4
Conducting meeting three - application of the flowchart prepared in 2.2 at the Reflection
and Implementation stages
3.1
Analysis of material produced by participants
3.2
Post Field
Work
Identifying two project to test the flowchart and serve as an example for the case studies
2.1
Field Work
Objectives
1.1
Pre Field
Work
Phases
Organization of the selection of ideas registered in material produced by participants
the
3.3
Synthesis of a final composition
3.4
Deployment of surveys to the stakeholders
3.4
Evaluation the value of the proposed methodology

24. Results
After the meetings, it was
administered a questionnaire
in order to evaluate a qualitative
performance of the proposed model.
Through this procedure, it was
possible to observe that the groups
shared the same points of view
relative to the application of the
proposed method.

25. The flowchart became a useful tool that is able to
identify a set of design thinking tools in order to be
applied in different situations.
Hence, the evaluation of these two pilot case studies
trough the use of a questionnaire also showed that
these organizations are open to the use of design
thinking as a methodology and considered that the
results were meaningful.
Would you be receptive
to use the process of
the proposed methodology again?
IT
CITAR
Yes
No

26. Future Work
In summary, it will be necessary in the future, do more case
studies and develop more advanced research in order to
produce a more sustained conclusion.
It seems clear, that the involvement of a designer in
a team atmosphere is important when accomplishing
design thinking processes — which is an important
argument in favor of the role of the designer into R&D
organizations in general, particularly for Portugal.

27. authors
Joana Cerejo and
Prof. Álvaro Barbosa
www.jcerejo.com
Questions